TRIE ROT consists of THREE WINE VARIETIES. Mainly Zweigelt and additionally Cabernet Sauvignon and St. Laurent.
And tic-tac-toe was also in mind, when the label was designed. Though the the Xs and Os are some kind of placeholders, the tic-tac-toe is involved as it ends up with THREE again. In German it is even called DREI gewinnt (EN: THREE wins).